Fred Perry/Thames London collab campaign is inspired by Dylan Thomas

By

Sandra Halliday

Published
Apr 3, 2018

Blondey McCoy-founded skate brand Thames London has linked up with Fred Perry for a second collaboration following a successful first collab for the AW17 season.

Their SS18 collection has just launched with a 13-piece street-meets-sport offer that adds to the deluge of creative streetwear hook-ups that are being seen at present.

Interestingly, the collab includes a ‘composite’ logo that has the word Thames surrounded by the instantly-recognisable Fred Perry laurel wreath.

Ads

And equally interesting, it will be McCoy’s first move into womenswear with a number of tennis-inspired women’s pieces such as sweaters, skirts and T-shirts.

But despite the tennis theme, McCoy’s aim isn’t that such pieces should be reserved for the privileged world of the tennis club and in interviews publicising the launch he has said that “I want to see people skating and getting dirty in clothes that have such upper-class implications...it’s taking that clobber off the court and into the carpark that interests me.”

The launch is being backed by a campaign shot in Swansea, in Wales, with the inspiration being Dylan Thomas poem Sometimes the Sky’s Too Bright. 

So we’ve been given a lookbook of images featuring McCoy and his friends at various Swansea landmarks such as the Kardomoh Cafe that Dylan Thomas also used to visit, plus a games arcade and other low-key, typically British backdrops.